NY-INTERBRAND

Interbrand Releases Second Annual Breakthrough Brands Report in Collaboration with the New York Stock Exchange, Ready Set Rocket & Facebook

Interbrand
announces its second annual Interbrand Breakthrough Brands report in
partnership with New
York Stock Exchange (NYSE)
, Ready
Set Rocket
, and Facebook
.
The 2017 report
recognizes 40 next-generation, disruptive brands that define progress
and the potential to grow. The report complements Interbrand’s annual
Best Global Brands report, now entering its 18th
year, by
putting a spotlight on emerging brands—those that are affecting change
and embodying growth.

“There are moments throughout the life of your business when you enter a
new stage of growth,” said Jez Frampton, Interbrand’s Global CEO
.
“For Breakthrough Brands, it’s realizing there’s a gap or a need in the
marketplace, and filling it. These brands are catalysts as they are not
just setting new standards for other brands, they’re breaking them.”

After analyzing over 350 submissions from global influencers and open
public submissions, 40 brands were selected as this year’s Breakthrough
Brands, each helping to illustrate key breaking insights. The report
features brands to watch and incorporates a deep dive into growth and
innovation across key global regions including EMEA, LatAm, North
America, and Asia Pacific.

All 40 brands represent the next generation of brands; the startups,
upstarts, challengers, problem solvers, innovators, and category
creators. These brands join many of the 2016 brands that have shown
stand out growth in the past year. Notable brands from the inaugural
list include Casper, AWAY, Line, Venmo, Blue Apron, and iCarbonX.

The working future
: An increased focus on individuals and what
they need to be fulfilled within their careers and their lives
especially as they become increasingly intertwined, such as Slack
and General
Assembly
.

From lifehacking to better living
: Brands that are looking to
improve our lives by removing concerns, obstacles, and unnecessary
interactions. The good life is not about more, but better; Thrive
Global
and Sea
for example.

Not so artificial intelligence
: Brands that are leading this
charge—by both creating and harnessing these new tools—are going to
dictate the future with this breakthrough technology; like Face++
and Clarifai
.

Meaningful mobility
:
It’s not about the journey or the
destination, it’s about fundamentally changing how we move people and
things, with the aim of improving our environment, society, and lives
through brands like Didi
and Ofo
.

Funding change
: The focus in finance is truly personal, as
brands find breakthrough ways to align with individuals’ values, and
empower people to take greater control of their financial futures with
brands like Square
and Wealthsimple
.

Experiences on demand
: Some brands make it easier to get what
we want, others make it easier to find what we want, but all are
helping us live an on-demand lifestyle, which is what brands like MikMak
and Flipkart
look to do.

Health in your hands
: By leveraging tech innovation and pooling
huge, previously unmanageable amounts of information, these new brands
are improving the entire spectrum of care like Babylon
and HumanCharger
.

“Staying agile in the face of change means constant access to the latest
breakthroughs, innovations and experiences,” said Chief
Communications Officer of Interbrand, Paola Norambuena
. “These
Breakthrough Brands are evidence of changing dynamics, and the insights
they embody are ones that brands and businesses of every size need to
understand and embrace.”

"In a time when so many brands are doing so many great things,
Breakthrough Brands must excel across the board. This requires
authenticity, an optimized experience, and putting the customer first
consistently,” noted Alex Lirtsman, Co-Founder & Chief Strategist at
Ready Set Rocket
.

When selecting the brands to be featured in this report, these criteria
were key:

Criteria & Methodology

Age:
Is the brand 10 years or younger?

Change:
Is the brand driving change by responding to a unique
marketplace need, generating a new experience for consumers,
disrupting an industry, adopting a new business model or developing a
new technology?

Growth:
Is the brand demonstrating its ability to grow? Is it
operating as a successful business? Is it stretching into new product
or service categories—or new geographies? Is it attracting top talent?

Buzz:
Is the brand grabbing attention and gaining momentum?

Originality:
Is the brand presenting a unique business model
that challenges the traditional way of doing things?

“These next-gen brands represent the future. They are disruptive and
defining, innovative and impactful,” said Russ Rubino, VP of
Marketing at Intercontinental Exchange.
“In many ways, these
young companies exemplify the NYSE’s mission - to help great companies
do great things by improving the lives of people and society with
integrity, vision, humanity and impact.”

To learn more about these insights and the brands highlighted in the
second annual Interbrand Breakthrough Brands report, please visit interbrandbreakthroughbrands.com
,
where a downloadable report is available.

About Interbrand

At Interbrand, we believe that growth is achieved when an organization
has a clear strategy and delivers exceptional customer experiences. We
do both, through a combination of strategy, creativity, and technology
that helps drive growth for our clients’ brands and businesses. With a
network of 24 offices in 17 countries, Interbrand is a global brand
consultancy, and publisher of the highly influential annual Best
Global Brands
and Breakthrough
Brands
reports, and Webby Award-winning brandchannel
.
Interbrand is part of the Omnicom Group Inc. (NYSE:OMC) network of
agencies. For more information, please contact us, or follow Interbrand
on LinkedIn
, Twitter
and Facebook
.